Twickenham Stadium tackles ocean plastic pollution with new cup

Twickenham, the home of England Rugby and the largest dedicated rugby union venue in the world, is debuting their “Define Your Legacy” campaign this month to double down on their pledge to make rugby a force for good. In collaboration with Lyfecycle, the campaign aims to tackle issues of sustainability, specifically to do with the damages caused by plastic pollution in the sports industry.

Lyfecycle, created by British innovators Polymateria, offers a one-of-a-kind solution to prevent ocean plastic pollution through their unique self-destructing plastic technology, built into cups used by fans attending matches at Twickenham in June.

While made for recycling, if the cup escapes into nature, thanks to Lyfecycle technology, it will self-destruct on land within two years leaving no microplastics or toxins behind. What is left is only an earth-friendly wax that becomes a part of the natural cycle of life. The new cups not only are designed to work in harmony with nature but also are free for fans to use, which will offer quicker speed of service.

Nils Braude, Managing Director of Twickenham Experience, said:

In the upcoming matches, which take place over Father’s Day weekend, we are reminded that we have a responsibility to build a more sustainable future for the next generation. Working with Lyfecycle enables rugby fans to enjoy the game with their families, and feel good knowing that with every cup, they’re taking an actionable step towards solving one of the biggest environmental problems of our time.

During the Gallagher Premiership Final and the England v Barbarians matches last weekend, drinks were served to over 100,000 fans (over the weekend) in cups featuring Lyfecycle’s self-destructing plastic technology. The “Define Your Legacy” campaign, which will bring fun and engaging competitions for fans to participate in, highlights the importance of connection to marine spaces and to raise awareness about plastic pollution.

Reframing the perception of legacy

Fans will be able to scan a QR code to learn more about the steps Twickenham are taking to tackle plastic pollution. Educational videos will be played at all sales points and designated bins will be placed around the stadium to promote responsible disposal. After the match, the cups will be recycled through partnerships with major recyclers and community partners to create limited-edition giveaways to further spread the message about small actions we can all take to leave a positive legacy.

The 2022 edition of ALSD International is being hosted at Tottenham Hotspur Stadium this September 19-20, with the main focus of optimising revenue through New Builds, Renovations & Service Expansions, with Architecture & Design, Fan Experience, Hospitality & Interiors, Premium Seating, Rebuilding & Recovery, Sales & Service, Sustainability and Technology some of the key pillars.

As generations of fans and players come together for these showcase events, Lyfecycle and Twickenham are reframing the perception of legacy, with their message that sometimes the best thing to leave behind is nothing at all.

Niall Dunne, CEO of Polymateria, said:

Polymateria’s mission is to stop plastic on land before it reaches the oceans. Through visionary partners like Twickenham, our Lyfecycle time-controlled self-destructing cups show how recycling and biodegradation can work together, something previously not thought possible. To prove this, we’ll recycle cups used at Twickenham matches throughout the year and turn them into legacy items like benches and unique jewellery. On the current path, 450 million more tonnes of plastic will reach our oceans by 2040 so we must act now.

For more information on the Lyfecycle cup you can visit

Source & imagery, courtesy: Twickenham Stadium

Sports Venue Business organises and delivers ALSD International – the one & only event dedicated to the Premium Seat & Sports Hospitality sector outside of North America, with a focus on optimising revenue through New Builds, Renovations & Service Expansions – on behalf of the ALSD (Association of Luxury Suite Directors)…

…the 2022 event will feature a high-level conference, an exhibition showcasing industry-leading products & services, networking events and a behind-the-scenes tour of Tottenham Hotspur Stadium, sponsored by THFC and Levy UK + Ireland, plus a networking app to ensure engagement pre, during and post event.

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